Category
Lifestyle
Assisted Choices
Trend cluster
Category
Modernizing
Medical
The medical industry turns to youth-centric campaigns.
3.4
Trend score
Trend
What is the Modernizing Medical trend?
Modernizing Medical: In an effort to shed its cold, clinical image, the medical industry has turned to campaigns that inject a fun, millennial-friendly sensibility into marketing. Whether through the use of entertainment, social media or satire, this approach seeks to bring preventative care to the forefront of youth consciousness. Though carefree at first glance, the progression of medical marketing speaks to the importance of reaching younger generations.
Trend themes
Themes within the Modernizing Medical trend
Three behaviours holding the trend together01
Youth-centric Marketing
The medical industry is beginning to employ millennial-friendly campaigns to connect with younger generations about preventative care.
02
Shock Campaigns
The use of bold and controversial imagery and messaging in medical advertising is becoming more popular as a way to get people's attention and encourage preventative care.
03
Interactive Stunts
Publicity stunts that engage the public in creative ways are being employed to raise awareness and drive engagement around important health issues.
Industry implications
What the Modernizing Medical trend means for industry
Where the trend changes the playbookFor
Healthcare
As the medical industry shifts toward more youth-friendly and engaging marketing techniques, there is a growing need for innovative solutions that can help providers connect with new patient demographics.
For
Marketing
The shift towards bold, interactive campaigns in the medical industry presents a disruptive innovation opportunity for marketing professionals to develop creative new ways to connect with audiences across a range of industries.
For
Public Health
The rise of shock campaigns and interactive publicity stunts around important health issues highlights a growing need for innovative solutions in the public health space, particularly around raising awareness for preventative care and early detection.
Workshop question
How relatable is your brand's image compared to competitors? If you were to make that your brand's defining differentiation, how would that change your current messaging?
Trend signals
Trend signals for Modernizing Medical
Trend score 3.4 out of 10, from popularity 59%, activity 36%, freshness 8%.
Popularity59%
Activity36%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Modernizing Medical trend
4 featured examples from Jan 10 to Dec 3, 2015CategoryLifestyle
Heroic Sperm Donation Ads
This Clever Ad Encourages Modern Day Male Heroes to Donate Seminal Fluid
Disruptive innovation opportunity: Create innovative and attention-grabbing ad campaigns to connect with consumers in unique ways.
CategoryMarketing
Villainous Cancer Campaigns
The Med Center Compares Early Stages to Young Evil Historical Icons
An opportunity for ad agencies to create effective campaigns that promote public health, break stigmas and shift awareness of pressing health issues.
CategoryLifestyle
Zombie Donor Campaigns
This Health Campaign Takes Advantage of the Walking Dead's Popularity
Opportunity to collaborate with popular franchises to boost brand recognition and expand fan base.
CategoryMarketing
Beatboxing Healthcare Stunts
This Lung Cancer Awareness Stunt Shares a Message Through Beatboxing
The healthcare industry can explore the use of creative stunts and innovative messaging to raise awareness about diseases and promote preventive measures.
